Background

Tepilo is an online estate agent owned by property guru Sarah Beeny. Tepilo wanted to work with a PR agency to generate hard news headlines that would position it as an expert within the online estate agency market.

We were appointed to create and deliver a PR strategy that would:

  1. Raise awareness of Tepilo amongst property buyers
  2. Position Tepilo as a voice of authority within the property market
  3. Position Tepilo as the online estate agent of choice

 

What we did

To make Tepilo stand out from other estate agents and to position them as an authoritative voice within the property market, we created the Tepilo Buyer Barometer – an in-depth study of British house buyers that would provide insight into their habits, behaviours and thoughts.

Property journalists and consumers are always keen to hear about market views and trends and we knew that by crafting a state-of-the-market survey, we would be able to create a regular stream of headlines.

The first Buyer Barometer study focused on the average house buyer in 2015 and was designed to reveal the many faces of British homebuyers – average budgets, most popular house types, who people are buying with etc.

We teamed up with a research company to survey 2,000 British house buyers and came up with a series of questions that we knew would generate interesting data.

Once the results were in we split them into two stories – one focusing on exactly what the average British house buyer looks like in 2015 and the other focusing on what turns buyers on and off properties.

These stories were then issued to the press, along with comment from Sarah, and we hit the phones to speak to our contacts on the property desks.

We also created a series of infographics and social assets to illustrate key survey findings which were used on Tepilo’s own media channels.

 

Results

Our first Buyer Barometer campaign for Tepilo was a huge success and saw us generate over 200 pieces of coverage, including 11 quality national pieces in the likes of the Metro, Mail Online, The Telegraph, Daily Express, and MSN.

We also achieved coverage on several financial websites, including This Is Money (financial website of the year), lovemoney.com, Money Facts, Best Advice and Stock Market Wire, and key property-related websites, such as Show Home, Property Reporter, Landlord News Online, Your Mortgage and Rentman.

Our campaign reached an audience of over 127 million and achieved an AVE of almost £277,000. It also generated numerous mentions and conversations on Twitter, with tweets about the story from the likes of the Daily Mirror and This is Money.

Our client, marketing manager at Tepilo, said: “Content Soup exceeded all our expectations. They took the time to fully understand our business and get a full grasp of what we were wanting to gain from working with them. From that point, they were proactive in developing ideas, content and strategy and the outcome was far better than we had even hoped. The campaign Content Soup created reached more than 127 million people and was featured in major consumer press titles. We would highly recommend Content Soup and look forward to continuing to work with them.”

The Buyer Barometer has been designed to be a regular news generator for Tepilo, so we’re looking forward to releasing more surveys over the next 12 months to ensure Tepilo becomes an established source of property news for journalists.